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Consumer Encounters

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Submitted By Cosette81
Words 788
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Running head: CONSUMER ENCOUNTERS

Consumer Encounters

Consumer Encounters The product and service quality are tested at each encounter, so for this reason managers have to be prepared for each possible one. The Unique Experiences of a Navy Wife is a book directed towards two groups (1) North American females in the ages between 18 to 25 years and (2) North American males in the ages between 25 to 43. To be successful during the purchasing process it is important to reach consumers’ expectations and being prepared for each encounter.
Consumer Expectations
Beliefs about service’s performance or product’s attributes at some time in the future are the definition of consumer expectations; they are also a key determinant of satisfaction (Rust, Inman & Zahorik, 1999). Purchasers form expectations for many foundations, such as word of mouth, advertising and past experiences. These expectations are compared with the performance of the service or product and if it is below the purchaser expectation, he or she will be disappointed. However, if it meets or exceeds expectations the consumer will look forward to use the same provider again and recommend it (Kotler & Keller, 2007).
Expectations of readers and purchasers can be found by a consumer expectation survey administrated to a sample of the selected target. Nevertheless, managers can have an idea using the patterns of the segment selected.
Initial Encounter with the book search process For many in the generation X and Z, technology is crucial at the time of searching for a product or service. Purchasers will be attracted by the advertising campaigns using online sites and emails, which can be directed to their psychographic characteristics and needs.
Initial Encounter with the book A first impression is really important. A first date will become a second date or not depending on this first

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